How trust is affected by online behaviours.

1. Learning, influence and trust
through social media
Joanne Jacobs
COO, 1000heads | @joannejacobs
Image source: http://www.flickr.com/photos/sbh/4770692674/

2. Session Promise
•To identify how different social media
platforms and processes support different
learning styles
•To demonstrate the role of stories and trust in
facilitating learning through social media
•To show how influencers can be used as both a
channel and a location for learning
•To describe the role of new intermediaries for
organisational learning
Image source: http://www.flickr.com/photos/zitona/4053097146/

3. Social Media and Learning
Adoption still growing
– Facebook: 845 million active users
– Twitter: 127 million active users
– LinkedIn: 150 million users
– Google +: 90 million users
– Pinterest: 21 million users
Usage variations for learning
– Collaboration
– Problem solving
– Sharing knowledge/news
– Info organisation
– Social
Image source: http://ansonalex.com/infographics/social-media-usage-statistics-2012-infographic/#infographic originally posted by OnlineMBA.com

4. Current issues with SoMe Learning
Tendency to measure
social learning through
hit rates and low-level
engagement
Tendency to assume
that learning through
social media is
uniform, despite
differing comms
characteristics
Image source: http://www.flickr.com/photos/kimrose/2608115986/

5. Why Social Media Exists
Decline in trust of
corporate sources
Need for specialised
information
Understanding that
expertise is located
around passionate
individuals, not
necessarily around paid
endorsers
Image source: http://www.flickr.com/photos/christopherdombres/4462311122/

6. Trust
Trust is
generated
through history
of voluntary
contributions of
useful, reliable
information
Image source: http://www.flickr.com/photos/vagawi/3155400274/

7. Stories as Sources of Trust
Most valued
contributions of
information
come from
people you know
Stories of
experiences are
the most likely
vector of such
information
Image source: http://www.flickr.com/photos/pagedooley/4080412658/

8. Influencers
People near you
People you respect
Both develop a history of
interactions based on
trust
Image source: http://www.flickr.com/photos/esparta/1584333702/

9. Influencers as Sources for Learning
Influencers either:
– Tell stories; or
– Act as the
location for
story telling
Image source: http://www.flickr.com/photos/crsan/3697785107/

10. Social Media and Influencers
Influencers tend to have robust history of interactions
in social channels
Tend to share useful content created by others, not
just themselves
Tend to respond quickly and in an appropriate
manner for the social channel
Image source: http://www.flickr.com/photos/salva_moreira/5461302963/

11. Facilitating Learning from
Influencers
Influencers are experts, but not necessarily
effective teachers
Influencers understand subject matter, but not
necessarily organisational priorities and processes
New intermediary role in facilitating connection
between expertise and organisational practice
Image source: http://www.flickr.com/photos/laprimadonna/4881676285/ , http://www.flickr.com/photos/teardownthewalls/2452385422/

12. Controlling Influencers
MUST NOT control influencer content
MUST NOT treat influencers
like celebrity endorsers
Influencers are experts; facilitators need
to accept all advice and deliver to
appropriate sources
Image source: http://www.flickr.com/photos/jdhancock/3574716051/

13. Reviewing Influencers
While always important to
listen, also important to
ensure value of learning is
sustained
Influencers tend not to be
static; need to introduce new
influencers over time, and
retire old sources when their
effectiveness reduces
Image source: http://www.flickr.com/photos/ssh/12638218/

14. Facilitators as Editors/Filters
Great benefit of social
media is lack of filters
Learning via social
media requires human
filters to ensure right
information being
delivered to the right
people at the right
time
Image source: http://www.flickr.com/photos/jdhancock/5177358991/

15. Facilitators as Trust Generators
Editing and filtration function of learning
facilitators crucial to trust generation
Failure of filtration function will immediately
impair trust
Image source: http://www.flickr.com/photos/23912576@N05/2962194797/

16. Impact of Mobile
Shorter
conversations and
level playing field
for engagement
Increasing adoption
of mobile means
greater participation
in social networks as
social
Image source: http://www.flickr.com/photos/jdhancock/3408649524/

17. Mobile isn’t optional
There will be 788 million
mobile-only Internet users
by 2015.
Global mobile data traffic
will increase by a factor of
26 by 2015.
Source: CISCO Data Traffic Forecast
Image source: http://www.flickr.com/photos/yourdon/3599753183/

18. Social Media Characteristics
Facebook: social channel, closed network
Twitter: short lived channel, good for abbreviated knowledge
sharing
LinkedIn: professional knowledge exchange, good for Q&A,
group organisation
Google+: good for hangouts and collective problem solving
Pinterest: good for visual stories, ‘ideation’
Path: good for mobile/dispersed users sharing content
Niche networks: better for diverse information exchanges and
multiple learning styles
Image source: http://www.flickr.com/photos/jdhancock/6023780563/

19. Finding Influencers
Influence measurement tools
Research on activity and expertise
Ask group members who they respect and consider
an expert
Image source: http://www.flickr.com/photos/ashtynrenee/5353488424/

20. Influence measurement tools
• Klout measures:
– Frequency and 'value' of interactions across a
range of network
• Peer Index measures:
– Engagements over time in subject areas and
based on feedback/conversations
• PeopleBrowsr measures:
– Activity as well as more traditional
achievement oriented measures
(qualifications, community appeal) and sets
this in terms of audience reach
Activity not a useful measure of actual influence.

21. Measurement of Learning
NOT hit rates
NOT number of
engagements
Change in
organisational practice
Speed of response to
issues
Image source: http://www.flickr.com/photos/aussiegall/5198365474/

22. Delivery on Session Promises
Identified how social media platforms and processes
support different learning styles (fast learning, slow
learning, collaborative, communicative, etc)
Demonstrated the role of stories and trust in
facilitating learning through social media
Shown how influencers can be used as both a
channel and a location for learning
Described the role of new intermediaries for
organisational learning
Image source: http://www.flickr.com/photos/73230975@N03/6893326896/

23. Joanne Jacobs
Chief Operating Officer, 1000heads
p: +61 2 9809 8966
m: +61 2 419 131 077
e: joanne.jacobs@1000heads.com
t: @joannejacobs
Que s t i ons
Unless otherwise specified, all images used in this presentation are
Creative Commons under an attribution licence. All sources are identified.